Brand Tracking: Really get to know your brand and improve your marketing approach
Brand tracking is essential for the modern marketer. If you don’t track your brand, well, how do you know how you are doing?
There’s no one formula that fits all when it comes to branding. From the abstract components of brand vision and personality to the technicalities of funding or team size, each brand has a different experience.
That said, there are processes and factors all brands need to stay on top of – like marketing and brand tracking.
Your brand’s marketing strategy and audience perception of your brand go hand in hand and are the very details you need to be tracking.
Read on to see how you can improve your marketing approach and get to know your audience better with brand tracking technology.
What is brand tracking and why is it important?
Brand tracking is the action taken to assess and qualify changes in perceptions of a brand over time. The insights and data a brand gets from tracking are invaluable.
From awareness and consideration to preference or choice amongst audiences, brand tracking helps you see how your brand is performing in areas that are not easily quantifiable.
With brand tracking, you can see how your brand is growing in key areas, study the effects of offline campaigns, and compare your brand against its competitors.
Moreover, understand how your target audience resonates with you and answer questions like how they feel about your brand, what they expect, and whether or not they plan to buy your product or service.80 Percent of consumers said “authenticity of content” is the most influential factor in their decision to become a follower of a brand. Click To Tweet
Improve your marketing with brand tracking
In order to have an effective marketing strategy, you need data. But which data?
Start with the information you already know about your audience and establish existing benchmarks of where your brand sits in the audience’s factors of perception like, but not limited to, how relevant your brand is, if they value it and if they have a positive association with it.
Understand how your audience currently views you and see how they interact with your marketing material to know what’s effective and what’s not. Analyze your audience’s experience with your brand and make the right adjustments to maintain and gain new prospects.
Perform the steps of brand tracking with branch tracking technology to make sure you don’t miss any information that’s useful. You can save time and energy that could be allocated elsewhere with a brand tracking tool. Just be sure to choose an effective brand tracking tool like Latana and have experts and advanced technology do the heavy lifting.
Practice brand tracking to measure the health and performance of your brand and improve your brand’s marketing based on the information tracking provides. Check out the different benchmarks brand tracking lays out to help develop your overall marketing strategy:
The familiarity with which an audience has with your brand drives their decision to choose you over competitors.
This makes brand awareness a priority when it comes to analyzing data and turning it into something actionable. Brand tracking tools and brand tracking studies can help you get started after you read this post.
The details gained from brand tracking provide deep insights into your audience. Do more than just see which audiences have high brand awareness, but also see where it lacks and tailor marketing more effectively toward each audience.
For example, use more low-funnel campaigns for audiences with high awareness and brand awareness campaigns for audiences with low awareness.
Despite being one of the largest beverage companies in the world, Coca-Cola is constantly pursuing marketing campaigns to increase brand awareness and were successful in finding growth in an audience they previously struggled with.
The company revamps of the Diet Coke brand saw an increase in consumption as it appealed to younger, specifically millennials, drinkers. Coca-Cola attracted them with a captivating message of youth and aspiration while redesigning the brand with a more modern look.
Coca-Cola’s rebranding success is not without extensive research, planning, and designing, nor is not attributed to having groups of experts and tools to help with brand tracking. Use brand tracking tools to know your current audience better and discover information on niche audiences with the same low margin of error.
Like how Coca-Cola rebranded Diet Coke to meet what their target audience valued and identified with, segmenting your audience allows you to create better marketing campaigns directed towards a specific group of people.
Watch your campaigns at work
If brand tracking is the process or action taken to measure perceptions and general health of your brand, campaigns are where those factors are tracked. Be alerted to when spikes in brand awareness occur across audiences, see which of your campaigns are working, and which are not.
If a campaign isn’t producing the results you’d like to see, improve upon it with the data you gain from tracking it. Meanwhile, channel funding to campaigns that are doing well. If a campaign is just not making the cut, cut your losses and get rid of campaigns that are having no effect.
Marketing campaigns should provide positive associations to your company’s brand and ensure they’re doing just that with the data you receive from campaigns. If a campaign’s performance is less than ideal or perhaps not portraying your brand in a way you want, eliminate it to avoid negative opinions about your brand.
Pepsi’s infamous commercial featuring Kendall Jenner handing a police officer a Pepsi ignited fury and general disappointment amongst many internet communities quick to comment on the company’s tone-deafness of its message. Needless to say, the company quickly pulled the commercial and managed to bounce back from the marketing fail.
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Understand brand perception
Knowing the importance of brand perception is imperative to the success of any brand, large or small, global or local. As the owner of your brand, you might feel like you know exactly what your brand embodies or represents, but in reality, your audience could think of it differently. Make sure there isn’t a disconnect between your brand and what your audience thinks with brand tracking.
As mentioned before, one of the main purposes of brand tracking is to measure how target audiences perceive your brand and changes in perception. Take it a step further and determine what stage of a brand funnel your audience is in and find out what their perception of your brand they have at that point.
Check to see who is aware of your brand, how many people are at the consideration stage, and how many have actually purchased your product or service. Seeing where your audience current stands in the funnel exposes what areas you’ll need to put more work into.
An extreme example of brand perception gone wrong is Heineken’s insensitive commercial attempting to promote Heineken Light. During the commercial, a bartender slides a bottle of Heineken Light to a light-skinned woman, which passes by three black individuals. To add insult to injury the tagline “sometimes, lighter is better” emphasized the racist undertones of the ad.
The backlash the commercial created was unsurprising, with it facing criticism not only on social media but directly from celebrities. Heineken needed to resort to damage control and issued an apology shortly after the incident, attempting to address the ambiguity of the commercial and defending its attempt at diversity.
The Heineken Light example makes clear why you should be tracking brand, if not to know more about your audience, but also know when you’ve done something wrong and fix it.
Check up on your competition
Having an effective method of collecting, analyzing, and utilizing data for your company is a give-in. But placing consideration on how your competition is performing plays a significant role in improving your marketing approach.
Track your competition and learn how your brand fares against them in terms of markets and audiences. Research what marketing activities they’re trying and see if they’re proving positive results or leave less to be desired. Use the comparative information strategically to outperform them.
Appeal to the competitions dissatisfied customers with an innovative strategy that makes you stand out from other brands, but still provides what they are looking for in the first place.
There are lots of brands out there offering similar, or even the same, product or service, and what differentiates them is their branding.
T-Mobile or Verizon Wireless, Lush or Sephora, Whole Foods or Trader Joes, Coca-Cola or PepsiCo, McDonald’s or Burger King, the list is endless. But within that list, there’s one brand that does it better at any given time.
Take the example of McDonald’s and Burger King, arguably one of the biggest business rivalries out there.
Both brands having more than recognizable logos, the golden arches, and branded buns respectively, and offer iconic products, the Big Mac and Whopper.
Ultimately the companies provide very similar goods, but they are constantly learning from one another to have that extra edge over each other.
Despite the intense rivalry, McDonald’s has managed to remain the largest restaurant company in the world and Burger King has adopted some of the company’s strategies, like offering coffee products, which eventually resulted in a merger with the Canadian coffee company Tim Hortons.
In order to challenge McDonald’s hold, Burger King took action that targeted the company’s weaknesses, like price, the nutritional value of their food, and complicated menu.
Burger King took these weaknesses, underwent a revival, and created products and an experience appealing to consumers that otherwise could have been unhappy with McDonald’s.
Have the numbers
Brand tracking offers qualitative data you can use to gauge awareness, perception, and consideration. It also offers the quantitative numbers you might need for the purposes of sharing information or performing certain technical tasks.
Sometimes you just need numbers to show your boss, team members, and current or potential business partners. Brand tracking supplies numbers, whether they’re specific amounts, general statistics, ratios, or percentages that are easier to digest when you need to understand results quickly.
A 2016 survey found that 94 percent of all consumers are more likely to be loyal to a brand when it commits to full transparency. Click To Tweet
Turn those numbers into pies, charts, or graphs to be even more explicit about the information you’re trying to share. Who knows, maybe the data found in your brand tracking could be used as content for your marketing campaign.
A method that directs viewers to a brand’s personal statistics can be a simple advertisement found on a website claiming a certain amount of visitors or video with high viewership. Going back to McDonald’s, their iconic signs display the text “Billions and billions served.”
Numbers serve the purpose of justifying what you’re doing in brand marketing by standing as evidence to clearly show growth, stability, or decline. Additionally, numbers correlate well to determining needed changes in a brand’s budget as well as displaying changes over time.
Improve your marketing with brand tracking technology
The amount of and different types of brand tracking tools available to you is extensive with the varying specialty of focus.
There are tools that perform competitor analysis, focus on customer service, conduct general brand comparisons, monitor keywords, provide mention alerts, perform social listening, track social media more broadly, and more. Different tools are available for brands of all sizes and budgets.
Use multiple kinds of brand tracking tools to be the most informed about your audience’s perception across multiple mediums.
Online tools have access to markets and information about your competitors used by your branding tool of choice and take advantage of their already established metrics.
Make better marketing decisions with brand tracking
Brand tracking is no longer just an extra task one could do to have a better marketing campaign. It is now crucial to the very existence and success of any brand. The market is quickly changing and brand tracking allows you to see those changes and make decisions when you need to in order to adapt.
Be better informed and make innovative strategy decisions with brand tracking. Whether you want a deeper insight into your current audience or looking to research and learn from competitors, use brand tracking technology to get the information you need to make the right choices.
Follow your campaigns to see how they’re working, gain a better understanding of your brand’s perception, or simply have the numbers to share your results.
Stay on top of your brand’s health, and discover its strengths and weaknesses to better brand perception and be ahead of the game.
Have something to say about your thoughts on brand tracking and brand tracking tools?
Brand tracking is a way of continuously measuring the strength of a brand, both in terms of customers’ usage of it and what they think about it.
Why track your brand?
Brand tracking quantifies a return on your brand investment and supports brand strategy decisions. With enough data and the right SEO and brand tracking tools, you can measure this perception instantaneously.
How can I improve my online brand?
Here seven ways you can improve your online brand.
1. Grow your social media presence.
2. Build your personal brand.
3. Tuneup your content and SEO (on-page SEO).
4. Guest blog (off-page SEO).
5. Communicate on forums.
6. Keep pushing out content.
7. Track, monitor, and adjust your content.